Ex-Shufersal Executive Launches Own Supermarket Chain

Daniel Veridiger, the former head of Shufersal's ultra-Orthodox branch, "Yes Hasdei," is establishing his own supermarket chain by acquiring 11 small-format stores from the City Market chain for NIS 35 million. The acquired stores, averaging 400 square meters each, are located in various cities across Israel, including Tel Aviv, Ramla, and Beersheba. Notably, all these branches do not operate on Saturdays, aligning with Veridiger's existing business model.

This move comes a year and a half after Veridiger's dismissal from Shufersal and six months after he opened his first, and so far only, "100 and Beyond" discount store in Ashdod, alongside an online operation under the brand "Complete."

The acquisition diversifies Veridiger's retail presence into neighborhood stores, complementing his discount and online ventures, mirroring the structure of established supermarket chains. The deal awaits approval from the Competition Authority, after which the stores will be rebranded. Veridiger managed Shufersal's ultra-Orthodox arm for over a decade, enjoying significant managerial autonomy that allowed for price reductions.

Veridiger was dismissed following the acquisition of a controlling stake in Shufersal by brothers Shlomi and Yossi Amir, who implemented a more centralized management style. After his non-compete period expired, Veridiger aimed to compete with "Yes Hasdei" through a discount chain, though his purchasing power as a private entrepreneur is less than Shufersal's.

Veridiger's team is reportedly in negotiations to establish more discount stores, with a deal expected after the holidays. However, current supplier terms may limit his ability to compete directly with major chains like Shufersal and Osher Ad. City Market's owner, Yossi Schwartz, stated the sale allows his company to focus on strengthening and expanding its own operations, with plans to open six new branches and an additional 15 by 2027.